Last week, a Dutch store solicited pre-orders of ZOTAC GeForce GTX 680 for a brief period, before redacting the sale page. It was priced at 507.18€ (incl. taxes). US retailer Bottom Line Telecommunications, listed ASUS GeForce GTX 680 on its online store (shopBLT). Carrying the part number GTX680-2GD5, this card is priced at US $566.75. The part that makes this a pre-order is that the sale page mentions that "You may order this product regardless of availability," it would be shipped as soon as it's available (after it's launched, of course). The page doesn't tell us anything about the GTX 680 that we don't already know.

by: InitialisedThat roughly translates to £430 in old money. Is it me or are we seeing massive price gouging to milk the nvidiots for all they're worth?

Tad unfair. Use of the term Nvidiot for someone buying a card close in price (not confirmed) and equal to or better than the HD 7970 is wrong. If the 680 is better than the 7970, it ought to be sold higher - it's the business world dude. Price of an item is used by the masses to gauge it's performance. Thats why we have budget and prestige lines of products. Like many people say, blame AMD for changing it's pricing strategy.

by: the54thvoidTad unfair. Use of the term Nvidiot for someone buying a card close in price (not confirmed) and equal to or better than the HD 7970 is wrong. If the 680 is better than the 7970, it ought to be sold higher - it's the business world dude. Price of an item is used by the masses to gauge it's performance. Thats why we have budget and prestige lines of products. Like many people say, blame AMD for changing it's pricing strategy.

But it's *not* "equal or better", it's equal or better or worse.

I'm an nvidia fanboy myself, but pretending AMD didn't win this round is disingenuous. The "30% faster" reports were never in reference to this card. Those figures were talking about the gk110 chip, which has been delayed 'til q3/q4 of this year. The gk104, which this card is built on, has always shown to be between the 7950 and 7970 in performance. Trying to price it at 7970 levels is indeed fleecing their customer base, although in fairness, they are having to deal with poor yields from TSMC so high prices were expected.